LEG UP: Legwear brand, Item M6, has tapped photographer Sven Marquardt for a series of images for the launch of Black, a high-tech sock range for men.
The German lensman, who has shown his work in solo exhibits and published three art books, is also known for heading up the security detail at Berlin’s famous Berghain music club. He has collaborated in the past with Hugo Boss on a men’s wear collection.
“When we decided to create Black, we looked for a real subcultural and authentic photographer for our cause,” said Mathias Schulz, head of international sales, lifestyle division, Item M6. Launched in 1951, Item M6 is a brand of Medi, a German manufacturer that creates shapewear.
“We looked at several options and during the search found Sven Marquardt’s photography book “Wild verschlossen.” It had exactly the kind of edge, dark and authentic look and feel we envisioned — the fact that he photographs in analogue made it even more intriguing. After we talked with him for the first time, we quickly were on the same page about what kind of a campaign we would both want — and the results where spot on.”
“We gave him total freedom in creativity,” Schulz added. “We shared our vision and discussed the idea of the Black product and the message we want to spread. The final setup, look and feel and general idea of the shoot was than created by Sven.”
The Berghain bouncer shot the look book and campaign imagery in a Berlin-based boxing ring. The black-and-white pictures show models wearing the Black sock range while training in the ring.
“It is crucial to me that these kinds of collaborations don’t interfere with my artistic freedom and of course the quality and coolness of the product is a key consideration,” said Marquardt.
“I believe that Item M6’s idea to place the classic compression sock within a fashion environment is exciting — and a challenge. Once I saw the launch presentation in Berlin a couple of days ago, I thought: Cool, the idea of the product in combination with my images has worked out great. I was inspired by boxing matches, which represent masculinity, victory, pride, but also vulnerability and something rebellious. With this idea in mind, we selected our models, men who know the boxing ring and represent all of its emotions,” he added.
The Item M6 Black sock range consists of four styles: Work, travel, play and play hard, and was designed with high-tech compression yarns. The brand created the range in a monochrome palette of black and white, aiming to design a line that “defined style and function into one.”
More from WWD: